India is the second-most populous nation and the world’s largest democracy. Whereas aiming for financial stability in these attempting instances, the nation faces vital social and environmental challenges too. Among the many quite a few issues, lack of schooling round ‘intercourse and protected sexual practices amongst youth’ continues as it’s the most controversial and tabooed topic. Given the forbidden nature in the direction of the topic in India, it turns into crucial to handle and produce change in angle in the direction of intercourse and relationship among the many youth.
Drawing on the proof on the necessity to edify, SHOPS Plus was instituted to advertise the adoption of safer sexual practices, together with delaying sexual debut and utilizing fashionable contraception to keep away from unintended pregnancies. Sustaining Well being Outcomes by way of the Personal Sector (SHOPS) Plus is USAID’s flagship initiative in non-public sector well being. The SHOPS Plus undertaking in India is a 4 yr (Incepted in Could 2016) initiative to extend the usage of household planning (FP), youngster well being (CH), and tuberculosis (TB) therapy services among the many city poor by way of the private-sector method. To attach with the native youth group Abt Associates launched ’50 Shades of Ishq’ beneath SHOPS Plus in India.
Recognizing that nothing is extra genuine and persuasive than what one buddy says to a different, SHOPS Plus digital marketing campaign on Sexual and Reproductive Well being (SRH) will now leverage essentially the most used expression medium amongst Millennial & Gen Z – conversational Stickers, GIFs & emojis. To harness the ability of messaging, Abt Associates has partnered with Bobble AI, the world’s strongest dialog media platform, enriching on a regular basis conversations with expressive and personalised content material. Bobble has designed and developed an idiosyncratic sequence of wealthy visuals (stickers & GIFs) round protected sexual practices which can be utilized as a part of on a regular basis conversations on chat messaging apps together with WhatsApp. Every GIF and Sticker narrates and encourages protected sexual behaviour with quirky messages to bolster the adoption of contraceptives and idea of consensual intercourse like ‘Condom Sense Nahi Hai Kya?’, ‘Put on Condom if You Care’, and ‘No Means No’, such that they’re simple to narrate and enjoyable to share!
Tanmay Guha Roy, Supervisor – New Media, Abt Associates mentioned, “Personal conversations are on the coronary heart of each intimate relationship. Bobble AI’s highly effective dialog media advertising options will permit us to speak to the youth in their very own visible language on their chosen platform. These will assist normalize the dialog round security in sexual practices and the media of stickers and GIFs will make troublesome conversations simpler.”
On the collaboration, Anika Tanwar, Head – Model Advertising Options at Bobble AI, mentioned, “To achieve the hearts and minds of the Millennial and Gen Z: one must be the place they spend essentially the most vital period of time and “dig” into their wants and likes. Messaging platforms together with WhatsApp permit the youth to have intimate conversations, and are pushed to examine it greater than 100 instances a day. We at Bobble have the fitting expertise to construct highly effective options to attach with the focused viewers throughout socio-demographics in essentially the most impactful manner.”
As per the latest report by Bobble AI, there was a rise of 57.64% in time spent on WhatsApp, with a 49% enhance in engagement on account of the COVID-19 outbreak. Throughout the lockdown itself, general emoji utilization elevated to 58% making it a really perfect time and platform for conversation-based engagements.
